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Practical Local SEO: What It Is And How To Do It [2023]

In the article Technical SEO Part 1 we take a comprehensive look at Local SEO, and how it was needed before you even began to tackle the technical side of a site. Local SEO are optimization strategies to place and highlight a site in local Google searches, that is, Google delivers in its search pages, for a specific user, the sites that contain a geographical component equal to the one that searched, for example, if the user is from Lisbon, the search engine will place at the top of the search, the sites that have this location. So the user’s location comes in as an essential factor in filtering and ranking the results in response to what the user wants.

Local SEO is very important for physical businesses, which have their store open, but for strictly online businesses, this method will be by service and not by region, so the address will be hidden. A big advantage is that Local SEO is not paid, it is an organic strategy that Google offers to businesses. Local SEO delivers to the user, the company’s contact information, company reviews, photos of the store or employees, promotional campaigns and much more. The Think With Google research showed that 76% of people who do a local search through mobile, visit the company within 24 hours of the search and that 28% of these searches result in a sale.

How To Do Local SEO

When Google displays the results on the search pages, the user sees “Google My Business” this way:

Google presents a list of businesses and their location, from the “Google My Business” registration. These first three results are called the Local Pack. When clicking on “more places”, the user is directed to the so-called Local Finder, with the complete list of businesses that meet the search. Just below that, Google shows the organic links, just like in any other search on the search engine.

There are 3 important ranking factors in Google, the first, Google My Business with 25% of the deliveries by the search engine, then the links, which show 16% of the delivery in the search, then with 15%, the reviews and finally, with 11% appear the brand citations. So, it is necessary to do a complete optimization, on the site and in Google My Business, to conquer good positions in both sections.

The criteria of Google My Business, regarding the ranking factors, are the proximity, distance of the business from the user or the site/keyword term that the user typed in, highlight the level of popularity of a business in that region, the more backlinks, ratings and citations the site has, the more authority Google My Business will consider and the brand reputation increases in the search pages, and having a responsive site for mobile, as it will positively influence the ranking.

Local SEO is built on “Google My Business”, thus fulfilling all the predefined steps within the platform:

  • Company Name;

  • Description;

  • Category;

  • Address;

  • Area of coverage;

  • Hours of operation;

  • Phone;

  • Site Link;

  • Date of opening;

  • Google Posts;

  • Google Questions and Answers (interaction between customer and company);

  • Photos / Videos;

  • Customer reviews;

  • Other attributes (hastags, internet, accessibility, external area, etc.).

SEO Tips – Reinforce Localization On Your Site

When we talk about Local SEO, just like we do with external links on a site, we have to reinforce the whole site with them, because all the pages have to be interlinked. The same goes for localization on the site, it’s not enough just to have the location on the contact page, you have to inform the search engines and the customers where you are, all over the site:

  • On the homepage you should include your location, preferably in the H1 and Title Tag (title that is in the search pages), as well as in the Meta Description.

  • You can also put your location on as many internal pages as you can, for example, on a product/service page, leave a paragraph to enter the location.

  • Another situation that is very favorable for Local SEO is “Frequently Asked Questions” on product/service pages, in order to help customers find the specific answers, while providing relevant keyword content for search engines.

  • In the Footer also needs to be information such as location, contact, hours of operation, social media, business email, and a link to your “Google My Business” to reinforce this theme.

An essential part of Local SEO is the Keywords, without them there would be no theme, make a survey of keywords that have to do with your business, research what your target audience may be looking for and associate your Google My Business and Site to these keywords chosen. You can use the “Google Keyword Planner” (Google Ads tool) to get a better understanding of the keyword filtering that search engines do of your target audience.



Don’t forget that this platform always needs to be updated. Provide an accurate description of the company which includes keywords and where you are located. Make sure that details such as the name, logo, address, contact, etc, are correct and conform to the information you have within your site as well. You can even provide directions for users to get to the location/establishment faster. Ask for and respond to comments made online by users to your business. Partner with other local businesses to get mentions in your site content and Google My Business.

Local SEO is very important for a company, as it delivers visibility in search engines, through and mainly, keywords. However, paid ads are the current and most successful way to stand out from competitors, learn more about this topic in the next news.

Today, many companies need immediate results, but the truth is that they cannot afford to implement SEO internally while leveraging with the priority of their business focus. If you still can’t account for these steps or don’t have the time to put them in place, Bringlink SEO ensures you get the brand visibility and growth you deserve.

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